Company IntroductionPiaggio Vehicles Pvt. Ltd. is a 100% owned subsidiary of the Piaggio Group. The Company commenced operations in India in 1999 with the launch of the three-wheeler brand Apé, which was an immediate success and has grown from strength to strength over the years.
Today, they provide the widest range in last mile transportation with their fuel agnostic vehicles in commercial segment. Piaggio is present in both the passenger and the cargo segment with variants in petrol, diesel, CNG, LPG and Electric vehicles. They have in fact launched the industry’s first electric three wheeler with swappable battery technology. They are now also planning to come up with the fixed battery vehicles in near future.
In 2-wheelers segment, iconic Vespa brand was launched in 2012 in Indian market and received an overwhelming response. After the successful launch of Vespa, brand Aprilia with a strong racing heritage was launched in 2016 and become an instant success.
Brand ElementsPiaggio believes in providing the best quality solutions to their customers. In 3-wheeler segment BS VI range is introduced as a ‘Performance Range’ as it provides an overall customer experience, be it power, drivability, earnability or comfort which is best in industry.
As far as electric vehicles goes, since Piaggio has strong experience in electric, when Indian market was opening up for electric 3 wheelers, Piaggio was ready with the technology and ready to launch Ape’ E-City. Therefore their positioning for electric vehicles of ‘Ape’ Goes Electric, India goes Electric’ is true to its core.
The commitment to quality has made Piaggio market leaders in both 3 wheeler cargo and 3 wheeler diesel passenger for more than a decade now and the Ape’ brand has top of the mind recall in this segment. With the leadership of Ape’ in Indian market the tagline of “Ape’ Chalta hai to Desh Chalta hai” which means “When Ape’ moves, the country runs” holds true in every sense.
Ape’ Chalta Hai Toh Desh Chalta Hai.
Company’s Brand StoryThe pioneer of 3-wheeler goods transportation in India, Piaggio Vehicles Pvt. Ltd. (PVPL) leads the league today. By revolutionising the 3-wheeler cargo segment in the country, Piaggio, today, is setting global standards in multiple arenas of service.
With unmatched customer care, state-of-the-art products and multiple awards to be honored with, PVPL continues to journey – proving inspirational and providing an improved quality of life to millions across India along the way!
On the Commercial vehicle side, particularly Ape’ 3 wheelers, clearly it was a blue ocean strategy especially over the last two decades in India. For last mile transportation, the need gap analysis identified the products, price point and operating parameters clearly. Piaggio ensured that their products offered the comprehensive transportation solutions to its customers.
With 2-Wheelers, Vespa has clearly been and remains a lifestyle brand and Aprilia is largely associated with dynamism, racing and youth. It is through this positioning that 2 wheeler business model has got evolved and new product introductions follow a similar strategic direction.